Dominos gets new crust

The National Association of Pizza Operators reports that pizza is a $35 billion a year industry. With almost 69,000 pizzerias in the U.S., it’s no wonder Dominos is introducing something new in order to stay on top.

According to the National Association of Pizza Operators, pizza is America’s fourth most craved food, behind cheese, chocolate and ice cream. Each person in the U.S. eats and average of 46 slices of pizza or the equivalent to 23 pounds, each year. The pizza industry is a lucrative and competitive business because pizza is in such high demand.

Dominos’ President Patrick Doyle publicly acknowledged the numerous complaints Dominos receives about their pizza. The complaints inspired the company to come up with a new recipe for their 50th anniversary. The most common criticism was that the crust tastes like cardboard. This led to the creation of the new garlic-seasoned crust.

So far, Dominos has received a positive response to their new recipe, which also includes fresh cheese and tomato sauce. “It’s got more of a kick. It’s a little bit more flavorful, and the crust is the most exciting part for us. It’s what people seem to like,” said Boulder District Manager Patrick Romano.

Boulder’s local Dominos has seen a dramatic increase in business with almost a 40 percent increase in sales compared to this time last year. They have hired 20 people in the past two weeks to accommodate the rise in orders received.

“…So for us we’ve seen huge growth. Not just in volume and sales but just in getting people through the door,” said Romano.

Rival franchise Pizza Hut in Boulder reports that their sales are down but are also confidant that once everyone has tried the new Dominos pizza that their sales will return to normal. Meanwhile, Dominos stock price has nearly tripled.

Check out Dominos ad: http://www.youtube.com/watch?v=AH5R56jILag